In a publicity stunt last week, an Italian insurance company installed a massive submarine that appeared to have emerged from underneath an old Milan street. Just off of Via dei Mercanti, near the heart of the old city, the submarine had apparently broke the “surface”, damaging paving stones and a nearby car. A group of actors, some dressed as disoriented sailors and scuba divers, clambered down from the lost submarine's tower to meet emergency crews at the scene.

The brilliant ploy was executed by ad agency M&C Saatchi Milano for the insurance company Europ Assistance Italia, as part of its "Protect Your Life" campaign.